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Oh, where does one even start with the Tropicana disaster of 2009? Yes, I'm referring to THAT rebranded packaging which involved removing their iconic 'straw in an orange' image.
First off, the old packaging was so distinctive, so identifiable that you could spot it a mile away. It was familiar, and it was really warm, almost inviting! It had a charm about it that most brands don’t.
Then, they change it to this super-minimal, dull thing that looked like it belonged more to a no-frills discount range. All of a sudden, Tropicana was stripped of its personality. Remember the tagline, ‘Squeeze, it’s a natural’? GONE! The cap, designed like an orange and feeling like an orange? GONE! Stripped of its joy!
Why, Tropicana? WHY? You had it right, you were a household name, a beloved brand. You threw it away over some misguided idea of 'modern design'. Well, guess what? Even after spending $35 million on this drivel, Tropicana had to revert to their old design in less than two months due to all the backlash. Proof that you should never alienate your loyal customer base for a bad rebrand.
This was no minor blunder, folks. It’s forever registered in the annals of branding history as 'The Day Tropicana Forgot Its Own Juice'.
Submitted 1 year ago by BrandWatchdog
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Poor design team probably got a real kick in the gut on this one. Can't tell you how many times we design under duress from business execs who’ve read one too many 'minimal branding' trend articles. Then it bombs and who gets the blame? Not the execs...
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Damn right! That Tropicana rebrand was a textbook example of 'if it ain't broke, don't fix it.' At the end of the day, brands need to realize you can't just ditch your identity and expect customers to follow suit. Pretty costly lesson, eh?
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The Tropicana rebrand is a classic study in how not to approach a rebrand. They failed to consider the emotional connection that consumers had with their previous packaging. Even though it wasn't the sleekest or most modern design, it was recognisable, loved and had built up significant brand equity. By changing everything, they very literally squeezed the juice out of their brand value.